Three times more people search for a granny flat than for a home builder, and almost no builder in the country has a page for it.
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Australian search volumes, Semrush.
Three channels, three jobs. A business usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
This is the longest sales cycle in the hub, often a year from first idea to signed contract. Meta is what keeps you present across that year, and finished builds are the best material any trade has to work with.
GOOGLE ADS
Catches them the moment they start researching, including the ones Meta warmed up. Fastest of the three to produce an enquiry, though on this trade an enquiry is the beginning of a long conversation rather than a booking.
SEO
Takes over the same project searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and on a trade with a twelve month sales cycle the only channel whose value compounds.
Google Ads tells us within about six weeks which searches actually produce genuine enquiries, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who read your granny flat page and did not enquire, which on a project this size is almost everybody first time round. And as SEO ranks for a project type, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per project type rather than a Homes list, each carrying finished builds, inclusions and an honest starting price range. Google Business Profile built properly, categories right, and a review process that runs after handover. This is what moves the project terms.
THE FAST LEVER
Campaigns split by project type, not one campaign called Builder. Negative keywords so you stop paying for builder jobs, apprenticeships, builder salaries, kit homes, Bunnings and the very large volume of people looking at floor plans for entertainment. Form and phone tracking, plus the patience to judge a campaign over quarters rather than weeks.
THE ONE THAT CARRIES THE YEAR
The channel that holds a twelve month decision together. Finished builds, progress on current sites, and the suburbs you work in. It is also the only realistic way to reach someone who is thinking about a granny flat but has not yet searched for one.
We start from which projects you want more of, not from which service we would like to sell you. A builder wanting granny flats rather than custom homes needs a granny flat page and Meta Ads, not more generic traffic. A newer builder needs Google Ads while the SEO catches up. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for a Brisbane builder, why those three, and the numbers behind each one.
Built around “granny flat”
The biggest number in the trade and the most neglected page in it. Two entirely different buyers sit behind it: an investor running yield numbers, and a family working out where a parent will live. Answer the council questions, the minimum block size, whether it can be rented separately and what it costs per square metre. Nobody is doing this properly and the volume is sitting there.
Built around “knockdown rebuild”
Smaller volume and a much better customer, because they already own the land and have decided to stay in the suburb. There is no competing against a house and land package here. The questions are demolition, whether they can stay in the house during, what the council allows on that block, and how long they will be renting elsewhere. Answer those and the enquiry is warm.
Built around “house extensions”
The smallest of the three and the one where you are not really competing with other builders. You are competing with the idea of selling up and moving, which is what most of these people will do instead. A page that compares the cost of extending against the cost of moving, stamp duty included, is a better sales tool than any gallery.
Tell us your suburbs and the jobs you want more of. We will come back with the real search numbers for your patch and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because it is where the demand is. Granny flat does 12,100 searches a month against 3,600 for home builders and 1,900 for builder near me. It is also almost entirely unclaimed, because most builders treat it as a small job rather than a lead source. It brings two buyers you would not otherwise meet: investors running yield numbers, and families housing a parent.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
Longer than any other trade in this hub, and anyone who tells you otherwise is selling something. Enquiries arrive within weeks. Contracts follow six to twelve months later, because that is how long people take over a decision this size. The campaign has to be judged over quarters, and both sides need to agree that before it starts.
A starting range, yes. Builders resist it because every job differs, and the effect is that nobody enquires until they find someone who will say a number. You do not need a price list. You need enough of a range that someone can work out whether to keep reading.
Because they already own the block and have decided to stay in the suburb, so you are not competing against house and land packages. The questions are demolition, council, and where they live during the build. Answer those and the enquiry arrives warm.
Not other builders. You are competing with selling up and moving, which is what most of those people end up doing. A page comparing the cost of extending against the cost of moving, stamp duty and agent fees included, is a better sales tool than any gallery.
Builder jobs, apprenticeships, builder salaries, kit homes, owner builder courses, Bunnings, and the very large volume of people browsing floor plans for entertainment. On broad match an account buys all of it and the clicks are not cheap.
They matter, but less than elsewhere in this hub, because builder near me is only 1,900 searches a month. Nobody picks a builder for a four hundred thousand dollar project because they were the closest pin on a map. Finished work and a licence people can verify do more here.
Yes. Search behaviour is the same across Australia, though granny flat rules and council requirements vary significantly by state and that has to be reflected on the page. The volumes quoted here are national.
We look at whether you have a real page for any project type other than new homes, what those terms do in your suburbs, whether your QBCC number and a starting price range are findable, and how long your current enquiries actually take to convert. You get it in writing and you keep it either way.
